To announce a new store opening in New York, Diesel took a decidedly different approach. Instead of the cult DJs and celebrities and fashionistas descent for an evening, they staged five real life intimate parties that would normally be no access for the rest of us. The dinner parties featured various NYC celebrities spawning a wide cultural swath from DJs to Athletes.


Kudos have to go out to Diesel for the smartness of the campaign. They included:

• running out free goodies to the press spilling out of fashion week
• twisting the new retail store opening formula
• appealing to a broad range of consumers by selecting different cultural themes each night (music, fashion and sports to name a few)

All and all a very experiential campaign.